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How to Rally Around ROI & Prioritize Your Digital Marketing Efforts in the Face of Budget Cuts

Prioritizing After Marketing Budget Cuts

Prioritizing After Marketing Budget Cuts Ask any marketer if they’ve ever had to contend with the shrinking or deep cutting of their budgets, odds are you’ll get a deep sigh and a “more than once” response. Organizations are always looking for efficiencies and ways to tighten their financial belt, and marketing departments are among the first to be placed on the chopping block because it all comes down to ROI—something many modern marketers find hard to prove In fact, according to a recent report from Demand Gen Report and BrightFunnel, 58% of B2B organizations surveyed said their current ability to measure and analyze marketing performance “needs improvement” or worse. So, if you’re staring down a budget reduction, don’t panic. This is the time to evaluate and prioritize your efforts so you can revamp your integrated digital marketing strategy to include a tactical mix that will not only refocus your strategy to reach your objectives, but also improve how you measure and achieve ROI. [bctt tweet=”If you’re staring down a #marketing budget reduction, don’t panic. This is the time evaluate, prioritize, and focus. – @Alexis5484″ username=”toprank”] Here are four key actions you’ll want to take:

#1 – Evaluate your existing data against your goals.

While it may seem obvious, the first step is to evaluate how you’re performing against your objectives; what’s working and what’s not. However, you can’t rely solely on high-level or vanity metrics like overall traffic. In order to really dig into what’s working, you need to map each of your tactics and/or channels to closed business—and total revenue numbers if you can. Not only will this help you focus on where to revamp and hone your strategy, but also put you in a better position to consistently measure as you move forward. So, when the next budget cut comes along, you can better prove the ROI of your marketing activities and make a stronger case for keeping your budget.

#2 – Narrow your targeting.

Every marketer knows that understanding your audience is key to developing and executing a strategy with impact. But audience characteristics, preferences, and habits—as well as the market you operate within—can change overtime. As a result, you may be wasting precious marketing dollars on the “wrong” people. So, it’s time to redefine and zero-in on who your ideal customer or buyer is and who are most likely to convert. With the budget and resources you do have, it may be worth investing time and money in a survey or analysis of your existing client or prospects to better understand their preferences and pain points. This will not only give you a clearer picture of what channels or tactics are working—but which may have the most potential based on who your customer is, where they’re interacting with your brand or other brands, what they’re interested in, and what moves them to a conversation. [bctt tweet=”If you’re facing #marketing budget cuts, it may be worth using the resources you do have to analyze your customers and prospects to hone in on their needs, preferences, and paint points. – @Alexis5484″ username=”toprank”]

#3 – Place safe bets if your data is limited.

Effective measurement is a problem that’s plagued marketers for years. As a result, you may not have all the data to inform your decision making. In this case, we’d suggest making some “safe marketing bets” based on tried-and-true tactics. For example, email marketing. Email marketing is perhaps the oldest digital marketing tactic around, but still one of the most effective. Not only does it deliver helpful information to your clients and prospects, when segmented and constructed correctly, it helps nurture them toward the sale. In fact, three-quarters of companies say email offers “good” or “excellent” ROI. In addition, SEO and content marketing are consistently rated by marketers as top channels with the best ROI. That said, be careful not to stake your success on simply following what’s “always” worked. The safe bets you place should be a temporary strategic solution as you work to get better measurement and data practices in place so you can continuously optimize your strategy.

#4 – Invest in efficiency.

Efficiency isn’t about doing more in less time, but rather making the most of your time by doing the right things. As the old saying goes: Work smarter, not harder. From our perspective, there’s three core investments to consider:

1. Technology

Whether you want to optimize your workflow or automate time-consuming processes, investing in the right technology for your needs can make a major positive impact on efficiency.

2. Training

Your marketing spend is likely not the only item that took a hit. You may have also needed to cut internal resources. As a result, investing in training for the team you do have is a good play—whether you want someone to expand their skill set or level up his or her existing skills—to help your team work more efficiently and ultimately drive more ROI with less.

3. An agency partnership

Oftentimes, partnering with an agency can help you stretch your budget for maximum ROI. Rather than solely relying on your in-house team for expertise, execution, and strategy—an agency can be a robust extension. You get access to an entire team of digital marketing experts, made up of individuals with a range of skill sets—and often at a lower cost than having the equivalent depth of knowledge as internal hires. [bctt tweet=”Efficiency isn’t about doing more in less time, but rather making the most of your time by doing the right things. – @Alexis5484″ username=”toprank”]

Focus on the Opportunity, Not the Loss

Budget cuts are no fun. But they’re not the end of the world. After all, we marketers can be scrappy—and we live to innovate. So, use recent or near future cuts to redefine your marketing strategy from both a tactical and measurement standpoint, and work to put better measurement in place. Hopefully, this will not only help you avoid bumps in momentum as you deal with less financial resources, but also help you get better ROI data so you can defend against future cuts.   How can you prove the value of your content marketing efforts to your CMO? Check out our three steps to proving content marketing ROI.

The post How to Rally Around ROI & Prioritize Your Digital Marketing Efforts in the Face of Budget Cuts appeared first on Online Marketing Blog – TopRank®.

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10 Crucial Steps for Launching Your B2B Podcast Into the Wild

Hey, friend, have you heard the good news about podcasts? 

Given the most recent stats, it’s highly likely you have. Over half of all Americans over 12 years of age have listened to at least one. Podcasts have well and truly hit the mainstream. In other words, the gold rush is on for brands looking to connect with a highly-engaged, long-attention-span audience.

However, getting a podcast up and running isn’t as simple as publishing a blog. We recently published an entire B2B podcasting webinar to walk you through the entire process, from conception to publication. This post will zero in on the choices you need to make and the steps you need to take to release your podcast into the wild.

B2B Podcasting Launch Checklist: 10 Steps

Sure, you could just upload your audio to your web server, add an RSS feed, and call it good. But if you want people to actually find and listen to your podcast, there are a few extra steps you should take. This checklist will help your podcast find an audience and start building a subscriber base.

via GIPHY

#1: Choose Your Hosting Platform

A podcast syndication platform makes it easy to publish your podcast and get listed in directories. Think of it like WordPress is for your blog — it hosts the files, makes them look pretty, and makes it so people can find them.

Most platforms will also give you embed codes for embedding episodes in blog posts or on a landing page. You’ll also get stats on how many people are downloading episodes, and on what program they’re listening.

We prefer Libsyn as our hosting platform. Podbean, buzzsprout, and Blubrry are also solid options. They all have a free tier of hosting, but you’ll want to pay a few bucks a month for bandwidth and analytics.

#2: Upload Your First Three Episodes

Podcasting is all about establishing a regular cadence (more on that later). But for launch, you’ll want to have at least three episodes ready to go. There are a few reasons for publishing multiple episodes for your debut:

  1. One episode may not be enough to convince people to subscribe. 
  2. Multiple episodes show you’re committed to keeping the content coming.
  3. Most importantly, Apple podcasts requires at least three episodes to qualify for their “New and Noteworthy” section. 

So before you publish, have at least three episodes completed, and be ready to follow up with more at your promised publishing cadence.

#3:  Register with Podcast Directories

Podcasts are peculiar in terms of content delivery. Your hosting platform makes the files available, but most people will listen to your podcast on their chosen podcast app. Each app maintains its own directory — think of it as a search engine for podcasts. 

Your podcast needs to be listed in their directory, or people won’t be able to find you. I recommend registering with at least these six:

  1. Apple Podcasts
  2. Google Podcasts
  3. Stitcher
  4. Podbean
  5. Spotify
  6. TuneIn

Each of these sites will ask for the RSS feed of your podcast, which your hosting platform will generate for you.

I created a podcast tracker to keep track of all these directories — sign up for the webinar and you can download it for free.

B2B Podcast Tracker

#4: Promote Internally

Gaining visibility on a podcast directory is tricky business. Apple and Google are where the majority of your listeners will be, and each employs an algorithm to promote podcasts in search results and feature pages.

How do you get an algorithm’s attention? Engagement! Start by promoting your podcast to all of your employees. Encourage them to subscribe on Apple or Google, give a rating, and write a brief (and honest) review. What’s more, draft some social messages and encourage everyone to promote the podcast to their networks, too.

That base level of initial engagement will help your podcast start finding its audience.

#5: Activate Your Influencers

Most podcasts are Q&A-style interviews with influential guests. If your podcast includes influencers in your industry, make sure they know as soon as their episode goes live. Give them the tools to promote the podcast easily:

  • Sample social messages
  • Social media images in the correct sizes
  • Embed codes

If your podcast doesn’t feature influencers, it’s worth re-evaluating your strategy for your next season. Influencer content not only is more valuable to your audience, it’s an indispensable channel for promotion.

#6: Publish Blog Posts

The one downside of audio content: It’s not super crawlable for SEO purposes. Granted, Google has started to auto-transcribe episodes and add them to search results, but the technology is still in the early stages.

To truly get some SEO juice from your podcast, we recommend embedding each podcast in a blog post. This example from the Tech Unknown Podcast by SAP* shows how simple it can be. All you need is an introduction, a few pull quotes, some key takeaways, and a transcript.

#7: Add Paid Promotion

As with any content, you want to use every tactic available to make sure it gets seen by your target audience. That’s especially true with podcasts, since podcast search engines are incredibly competitive.

Targeted, paid social promotion can help establish your subscriber base and get your new podcast some much-needed visibility.

It’s also worth considering cross-promotion on other podcasts. Consider both paid advertising and trading guest spots with a podcast that shares your target audience. 

#8: Solicit Listener Feedback

Ratings and reviews are essential to your podcast’s success. They’ll help provide social proof for new listeners and boost your search visibility in podcast directories. 

The best way to get ratings and reviews? Ask for them. Make it part of each episode’s sign-off. You can even encourage thoughtful reviews by reading the best ones on future episodes. You will engage your listeners and solicit more reviews at the same time.

#9: Keep Up Your Cadence

As with blog content, there’s no single “right” frequency to publish a podcast. Some of my favorite podcasts publish weekly, biweekly, or even monthly. The best cadence for your podcast is “However frequently you can reliably, regularly publish quality content.”

Choose your cadence with an eye to long-term sustainability, and tell your listeners explicitly how frequently you’ll publish. Whether it’s “See you next week,” or “PodcastTitle is a monthly podcast that…” listeners will find it easier to make your podcast a habit if you stick to a schedule.

#10: Repurpose, Repurpose, Repurpose

In my last post on the content marketing benefits of B2B podcasting, I mentioned that podcasts are a content machine, and I’ll say it again. It’s easy to finish an episode, publish it, then forget it and move on to the next thing. But don’t do that! 

Pull snippets of audio content for social media. Turn them into short videos, too: Add a still image or a simple looping GIF for visual interest.

Use your transcriptions as fodder for future blog posts, quotes for influencer marketing, or even a stand-alone asset. 

Any way you can reuse that content can help bring more listeners to your podcast. What’s more, putting the content in a different medium can reach an audience who might not be into podcasts (yet). 

Check, Check, One Two

Launching a podcast is a little trickier than launching a new blog, especially if you’re new to the format. But if you follow this checklist, you can make sure your podcast is available on all the right channels and is ready to start attracting an audience.

Need more podcasting help? Check out our B2B Podcasting Webinar. In addition to learning the Four P’s of podcasting success, you’ll see me make this face:

B2B Podcasting Face

*Disclosure: SAP is a TopRank Marketing client.

The post 10 Crucial Steps for Launching Your B2B Podcast Into the Wild appeared first on Online Marketing Blog - TopRank®.

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